In the world of market research, companies are always looking for better ways to understand their customers and improve their brand. Some companies use numbers and statistics to study customer behavior. Others use deep conversations to learn about feelings and thoughts. But the best results often come when we use both approaches together. This is where qualitative (qual) and quantitative (quant) research work hand in hand.

At Global Survey, we help brands grow by combining these two types of research. In this blog, we’ll explain how qual and quant work, why they are stronger together, and how to use them effectively to get better brand insights.

What is Quantitative Research?

Quantitative research deals with numbers and data. It answers questions like:

• How many people like your brand?

• What percentage of customers would recommend you?

• Which product features are most popular?

Some common methods include:

• Online surveys

• Polls

• Analytics tools (like Google Analytics)

• Structured questionnaires

This type of research helps you measure things in a large group of people. It’s great for understanding how many, how often, or how much.

What is Qualitative Research?

Qualitative research is more about understanding emotions, thoughts, and opinions. It asks questions like:

• Why do people prefer one brand over another?

• How do customers feel when they use your product?

• What motivates people to choose your brand?

Common qualitative methods include:

• Focus groups

• In-depth interviews (IDIs)

• Online communities

• Observational studies

This type of research helps you dive deeper into the why behind customer behavior. It’s usually done with smaller groups, but gives you richer insights.

Why Combining Both is Powerful

1. Get the Full Picture

When you use both qual and quant, you can see both the big picture and the details. Quant gives you the overall trends and patterns. Qual helps explain what those trends actually mean.

Example:
Your survey (quant) might show that 30% of customers are unhappy with your service. But only interviews (qual) will tell you why—maybe it’s due to long wait times, rude staff, or unclear communication.

2. Improve Accuracy

Using only one type of research can sometimes give you incomplete or misleading results. By using both, you can check and balance your findings.

• Use qual to explore ideas, then test them with quant.

• Use quant to find a problem, then dig deeper with qual.

This double-checking helps you make smarter business decisions.

3. Build Stronger Strategies

With quant, you can identify key customer segments or track changes over time. With qual, you can understand the values, motivations, and stories behind your customers.

Together, this insight helps you:

• Develop better brand messages

• Launch products people really want

• Connect emotionally with your audience

How to Combine Qual and Quant

There are different ways to combine qual and quant research. The right method depends on your brand goals, timelines, and budget.

1. Sequential Design

This means you do one type of research before the other.

a) Qual First → Then Quant

Start with qualitative research to explore ideas. Use the insights to design a good survey.

Example:
You run focus groups to understand what people think about your brand. Based on that, you create a survey that measures how common those thoughts are.

b) Quant First → Then Qual

Start with a survey to spot problems or trends. Then use qualitative research to explain them.

Example:
Your data shows a drop in customer loyalty. You then conduct interviews to find out the cause.

2. Concurrent Design

Here, you do both types of research at the same time. This gives you real-time validation. While the numbers come in, you’re already talking to people to add context.

This approach works well when you’re under time pressure or want to compare findings quickly.

Real-World Example: Brand Positioning Research

Let’s say a tech company wants to refresh its brand. They ask Global Survey to help.

Step 1: Quantitative Research

We run a brand tracker survey with 2,000 consumers. It shows:

• Brand awareness is high (80%)

• Brand liking is low among Gen Z (only 35%)

• The brand is seen as "old-fashioned"

Step 2: Qualitative Research

We conduct online interviews with Gen Z customers. We discover:

• They find the logo outdated

• The brand’s ads don’t speak to their values (like inclusivity and sustainability)

• They prefer brands that engage with them on social media

Result:

We give the client a complete strategy:

• Modernize the visual identity

• Launch a new ad campaign with real stories

• Partner with influencers to build Gen Z trust

Six months later, the follow-up quant study shows:

• A 22% increase in brand favorability

• A 30% rise in Gen Z purchase intent

Tips to Make the Most of Mixed-Method Research

1. Define Clear Goals First

Before choosing any method, ask:

• What decision will this research support?

• What are we trying to learn?

Having clear goals helps you pick the right mix of qual and quant tools.

2. Use the Right Tools and Platforms

There are many tools today that can collect and analyze both types of data:

• For quant: SurveyMonkey, Qualtrics, Google Forms

• For qual: Zoom for IDIs, Recollective for communities, dscout for mobile ethnography

At Global Survey, we use the latest tech to make sure your data is clean, secure, and insightful.

3. Train Your Team

Not everyone is skilled in both methods. Make sure your research team or partner has experience in integrating qualitative and quantitative insights.

We train all Global Survey researchers to understand how to build mixed-method reports that are easy to understand and tell a clear story.

4. Present Insights Clearly

When reporting, show how the two data types connect:

• Use charts and graphs for quant

• Include quotes and stories for qual

• Use visuals and summaries to make it easy to digest

A good research report is not just a data dump—it’s a guide for action.

Challenges to Watch Out For

While combining qual and quant is powerful, it can come with challenges:

• Cost: Doing both can be more expensive, but the value is higher.

• Time: Qual takes longer to collect and analyze.

• Complexity: Merging different data types needs careful planning.

That’s why working with an experienced agency like Global Survey makes a difference. We help you stay on time, on budget, and on point.

Final Thoughts

In the age of fast change and deep competition, brands can no longer rely on just numbers or just opinions. The strongest insights come when we listen to people’s stories and measure their behaviors.

Combining qualitative and quantitative research helps you:

• Understand your customers deeply

• Create products and services they love

• Build a brand that feels both human and data-driven

At Global Survey, we believe in the power of this combined approach. We help companies of all sizes get the insights they need to make smart, customer-first decisions.

Need Help with Mixed-Method Research?

Let’s talk! At Global Survey, we specialize in combining qual and quant to deliver real, useful insights. Whether you’re planning a rebrand, launching a new product, or just want to understand your market better—we’re here to help.

Contact us today to start your next research journey.

Jun 18, 2025